A survey of consumer attitudes towards marketing practices, consumerism and government regulations in India, an industrialising country, revealed a high level of consumer discontent and support for the consumerism movement. A comparison of the results of the survey of consumers in India with the...

Facing growth pressures, firms attempt to target the large low-income consumer segment present in emerging markets. This multi-method study develops research insights regarding consumer-, retailer-, firm-, category- and country-level factors that enhance the acceptability, awareness,...